ABSTRACT Purpose: The research reported on here set out to develop a tailored branding model for business to business (B-to-B) services by applying the brand resonance pyramid to a selected B-to-B services context. The brand resonance pyramid was developed based on research that was predominantly consumer product or individual brand oriented, though one of the objectives when the model was developed was that “the model had to be versatile and applicable to all possible kinds of brands and industry settings. As more diverse applications of branding continued to emerge for products, services, organizations, people, places, and so forth, the model needed to have far-ranging relevance”. The brand resonance pyramid therefore had to be applicable to any context, including B-to-B services contexts. However, consumer goods branding strategies are not directly transferable to B-to-B or services markets and there are documented differences between the B-to-B and business-to-consumer (B2C) markets and products and services contexts. There is also doubt regarding the validity of the contention that the brand resonance pyramid should be applicable to the B-to-B sector. Methodology: Using an interpretivist qualitative research approach and an exploratory research strategy, the Servbrand framework was developed empirically by applying the brand resonance pyramid to a selected B-to-B services context. Fourteen useful in-depth interviews were obtained from appropriate and information rich participants that represented more than 14 of the 89 organization that were included in the selection frame. Some of the participants were responsible for the relevant decisions of more than one organization. Findings: The results from the study reported on here (summarized as Figure 5) prompted the inclusion of a people dimension and elevated the importance of relationships in an amended B-to-B services brand equity framework. The people brand-building block includes the dimensions of attitude and demeanor, personality and values, personableness, product knowledge and client knowledge. Relationships, as the ultimate aim of the framework, concern both interpersonal relationships and partnerships. The article presents a conceptual framework to guide effective brand building strategies in a selected B-to-B services context. Researchers can use the framework to test its applicability in other contexts, which will contribute to the amendment of a significant brand equity management framework. The Servbrand framework can assist marketing practitioners to improve the effectiveness of strategic brand management for B-to-B services. Contribution: The empirical research contributes to three areas of brand equity research, namely: 1) the offering type – by investigating service offerings rather than product offerings; 2) the brand level – by investigating organization-level brands rather than product-level brands; and 3) context – by investigating a B-to-B context rather than a B2C context. A revised brand resonance pyramid is proposed and called the Servbrand framework.

中文翻译：

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Servbrand框架：企业对企业服务品牌资产框架

摘要目的：本文报道的研究旨在通过将品牌共鸣金字塔应用于选定的B2B服务环境，开发针对B2B服务的量身定制品牌模型。品牌共鸣金字塔是根据主要针对消费者产品或个人品牌的研究而开发的，尽管模型开发的目的之一是“模型必须通用并且适用于所有可能的品牌和行业环境。随着品牌，产品，服务，组织，人员，地点等的多样化应用不断涌现，该模型需要具有广泛的相关性”。因此，品牌共鸣金字塔必须适用于任何上下文，包括B2B服务上下文。然而，消费品品牌战略不能直接转移到B2B或服务市场，B2B与企业对消费者（B2C）市场以及产品和服务环境之间存在差异。对于品牌共鸣金字塔应适用于B对B部门这一论点的有效性，也存在疑问。方法：采用解释主义的定性研究方法和探索性研究策略，通过将品牌共鸣金字塔应用于选定的B2B服务环境，以经验为基础开发了Servbrand框架。从适当且信息丰富的参与者中获得了14个有用的深度访谈，这些参与者代表了选择框架中89个组织中的14个以上。一些参与者负责一个以上组织的相关决策。结果：此处报告的研究结果（总结为图5）促使将人的维度纳入其中，并在修订的B2B服务品牌资产框架中提高了关系的重要性。人才品牌构建模块包括态度和举止，个性和价值观，风度，产品知识和客户知识的维度。关系是框架的最终目标，关系到人际关系和伙伴关系。本文提供了一个概念框架，可在选定的B2B服务环境中指导有效的品牌建设策略。研究人员可以使用该框架来测试其在其他情况下的适用性，这将有助于修订重要的品牌资产管理框架。Servbrand框架可以帮助营销从业者提高B2B服务战略品牌管理的效率。贡献：实证研究对品牌资产研究的三个领域做出了贡献，即：1）产品类型–通过研究服务产品而不是产品产品；2）品牌级别–通过调查组织级别的品牌而非产品级别的品牌；3）情境–通过调查B对B情境而不是B2C情境。提出了修订后的品牌共鸣金字塔，并称为Servbrand框架。贡献：实证研究对品牌资产研究的三个领域做出了贡献，即：1）产品类型–通过研究服务产品而不是产品产品；2）品牌级别–通过调查组织级别的品牌而非产品级别的品牌；3）情境–通过调查B对B情境而不是B2C情境。提出了修订后的品牌共鸣金字塔，并称为Servbrand框架。贡献：实证研究对品牌资产研究的三个领域做出了贡献，即：1）产品类型–通过研究服务产品而不是产品产品；2）品牌级别–通过调查组织级别的品牌而非产品级别的品牌；3）情境–通过调查B对B情境而不是B2C情境。提出了修订后的品牌共鸣金字塔，并称为Servbrand框架。